SME Service Experience

Shaping opportunities to enhance customer satisfaction, grow revenue and improve the experience of small and medium-sized businesses globally.

Our client is a world leader in the business software industry. However, a strong positioning in the high-end enterprise market (organizations with more than 250 PCs) undermines the relationship it has with the small and medium-sized business segment. Although it is practically impossible to sustain direct relationships with this segment on a global scale, it is crucial to understand the ways in which to improve the experience of these customers in order to grow revenue.

Objectives

The objective of the project was to generate strategies and solutions focused on small and medium sized business based on a deep understanding of their needs, barriers, and decision making processes around IT management.

Although it is practically impossible to sustain direct relationships with SMEs on a global scale, it is crucial to understand the ways in which to improve the experience of these customers in order to grow revenue.

“INSITUM has done an outstanding job in adapting to our requirements and being able to exceed our expectations. We are very strict and demanding, but also very rewarding.”

Approach

In order to accomplish this, a team of four INSITUM consultants visited eight countries (China, India, Brazil, Russia, France, Norway, U.S., Germany) and conducted ethnographic research with current customers and IT partners. Specific techniques included observations, shadowings and in-depth interviews with business and technology decision makers. After analyzing the collective results, we generated several frameworks which were used as input for conducting several innovation workshops with different members of the corporate marketing team.

Results

Resulting strategies were refined and worked in detail in order to turn them into actionable solutions at a local and global level. Most solutions are being used to inform the strategic plan of the division which will be implemented during the next three years. Some short-term solutions are currently being implemented at a local level with an estimated sales increase of US$19 million per (+7%).